the new identity
DESCRIPTION
The National Youth Jazz Collective re-brandTRANSCRIPT
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The new identityCharles Ashcroft / BA (Hons) Graphic Design / Stage 2
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The National Youth Jazz Collective
NYJC is a new and vibrant organisation designed to support the creative and educational needs of young musicians through programmes and an annual summer school.
Create a complete brand identitythat reflects the personality andambitions of the organisation.
The briefContents
The brief
Visual research
The logo
Initial idea’s
Idea’s digitilized
Idea’s developed
Palette research
Website
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Visual researchI spent a long time looking at Jazz related images,here are a group I complied that share the overall aesthetic vibe I got from this research.
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The logoThe logo is NYJC’s most visible element of theidentity. It is a universal signature of the brandacross all formats.
The logo stays true to the tradition of jazz beinga fun, diverse musical force , taking these keythemes into the 21st century. The logo will beseen as a badge of honour and stamp fordeveloping musical ability.
Because the logo is so recognisable it must beconsistently applied across all formats.
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Logo Typeface
TELEGRAfICO
abcdefghijklmn
opqrstuvwxyz
Colour palette
Yellow Black WhiteDark GoldenR: 246G: 117B: 26
H: 40S: 89B: 96
C: 2M: 33Y: 100K: 0
R: 187G: 134B: 44
H: 36S: 76B: 73
C: 25M: 47Y: 100K: 5
R: 0G: 0B: 0
H: 344S: 11B: 0
C: 0M: 0Y: 0K: 100
R: 0G: 0B: 0
H: 344S: 11B: 0
C: 0M: 0Y: 0K: 100
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Initial idea’s
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Idea’s digitalized
Typeface
EVOLUTION
Trumpet logotype
abcdefgh ijklmnopqrstuvwxyz
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Font treatment Development
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Typeface
Telegrafico
Abstract logo
abcdefghijklmnopqrstuvwxyz
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Choosing the typeface
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Typeface
Futura
Combination mark
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Experimentation
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Idea’s developed
Developing logotype design
The digitalized NYJC trumpet I designed didn’t feel quite ‘jazzy’ enough. I needed to further develop this design by taking inspiration from my initial sketches and lose the corporate, clean-cut look I had given it.
My orignal sketches conveyed what Jazz is all about- having fun, experimenting, and improvising.
It needed a bit of energy injected back into it. I achieved this by handrawing the design again.
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Experimenting with colour
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Choosing colours for abstract logo design
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Developing combination mark design
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Experimenting with gradients
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Palette researchThe brand colours are based on a typical colour palette found within jazz culture. They are bright and warm, fun and exciting. Traits that are apart of the NYJC’s DNA.
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